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Produktdifferenzierung in der Mobilfunkbranche

Produktdifferenzierung in der Mobilfunkbranche

          
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About the Book

Diplomarbeit aus dem Jahr 2007 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Universität Mannheim, Sprache: Deutsch, Abstract: Der deutsche Telekommunikationsmarkt hat seit den späten neunziger Jahren einen großen wirtschaftlichen Aufschwung erlebt. Insbesondere die Mobilfunkbranche verzeichnet seit Beginn der Liberalisierung im Jahr 1998 ein starkes Wachstum. Seither sind stetig fallende Preise für die Telekommunikationsleistungen sowie hohe Kapitalanforderungen an die Netzbetreiber zu beobachten (vgl. Kopf 2004, S. 122 f.). In der heutigen Gesellschaft ist der steigende Kommunikationsbedarf sowie das Bedürfnis nach weltweiter Erreichbarkeit und Mobilität von hoher Relevanz (vgl. Pelzel 2001, S. 6 f.). Demzufolge löste die zunehmende Nutzung des Mobilfunks, die Schwerpunkt dieser Arbeit sein wird, einen starken Innovations- und Investitionsschub aus (vgl. Bundesnetzagentur 2005, S. III). Die Mobilfunkbranche hatte ihren Anfang in Deutschland bereits 1958 (vgl. Booz et al. 1995, S. 18) und gehört inzwischen auf Grund technologischer, regulatorischer und wettbewerblicher Faktoren zu den am schnellsten wachsenden Teilmärkten (vgl. Gerpott 2001, S. 45 f.). In Deutschland ist der Markt durch den Oligopol-Wettbewerb von vier Netzbetreibern und zahlreichen Serviceprovidern gekennzeichnet (vgl. Kopf 2004, S. 120). Im Gegensatz zur Festnetztelefonie, die in den letzten Jahren einen enormen Transformationsprozess vollzogen hat, fand in diesem Bereich kaum eine Regulierung statt (vgl. Pelzel 2001, S. 1 f.). Newcomer müssen in der heutigen Zeit mit hohen Markteintrittsbarrieren rechnen, da durch den Eintritt in den Telekommunikationssektor, neben den Investitionsaufwendungen ebenfalls hohe Marketingausgaben und Lizenzgebühren anfallen. Das starke Wachstum und das im Vergleich zum Festnetz günstigere und exklusivere Angebot führten insbesondere im Sprachbereich zu einer intermodalen Konkurrenz. Um langfristig im Markt bestehen zu können, müssen Mobil


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Product Details
  • ISBN-13: 9783640665938
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Width: 148 mm
  • ISBN-10: 3640665937
  • Publisher Date: 26 Jul 2010
  • Height: 210 mm
  • No of Pages: 156
  • Series Title: German
  • Weight: 213 gr


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